“You may have gone to great lengths to create touches in-office which create a unique client experience: Gourmet coffee, snacks, artwork—how do you replicate that virtually? Why not send something like an edible arrangement or a gift basket?” asked Cintron.
In the time of Covid-19, advisors need to more fully embrace video as their primary method of communicating with clients, McMullen said. Video is usually superior to other forms of digital outreach, like blogs and podcasts, as it allows users to see the full range of physical and facial gestures and cues a speaker is using.
Still, McMullen said that advisors should embrace a multichannel approach to client outreach, incorporating e-mail, the phone, websites, social media and texting. Websites should be mobile device-friendly and use search engine optimization and content to attract traffic.
As far as social media is concerned, advisors should take the pulse of their clients to figure out which platforms are most relevant, said McMullen. Social media content should blend the personal—stories, pictures of family and pets—with professional expertise and information.
Advisors should also take advantage of the compliant texting options now available to them through platforms like RedTail.
Beyond the tech considerations, McMullen said that businesses must think about the home workspaces their associates are using.
“Good lighting is absolutely key,” he said. “If you’re forced to work in a basement, without windows, it’s not always the greatest of lighting. We’re all striving to do well right now, but we’re going to need vitamin D. Maybe consider purchasing a daylight bulb; it can improve mood, productivity and mental awareness. It’s also important to think about being comfortable in your surroundings.”
Since many home workstations have been updated and put into use in an ad hoc manner during the pandemic, associates may be working in unsafe or uncomfortable positions. Their discomfort or distress may even be apparent to clients and other staffers during virtual meetings and video chats. It might be time for advisors to upgrade to more standing desks and other ergonomic workplace enhancements.
McMullen also suggested staggering the meeting schedule—starting meetings at five after the hour instead of at the top of the hour to give associates a buffer to refresh their drinks, grab a snack, or use the restroom between meetings. He also recommended against back-to-back virtual meetings.
Clients and associates both may need lessons on virtual meeting etiquette, said McMullen. Best practices include muting the ringtones on mobile devices, silencing e-mail and social media notifications on computers, and reducing other distractions in the room.